When I started planning I had little idea what my job was. Like, I knew the theory that I'm curious, a problem solver etc. etc. but what do I actually DO every day. Plus, most planning happens in people's heads, so unlike account management, it's hard to watch and learn. I've put this together in the hope that it explains what a planner does. At least, after showing this to my husband he said he finally understands what my job is...
I've included photos I found online. I don't claim to own these, I've borrowed them. If one's yours and you don't want me to use it, please let me know and I won't.
The original presentation has gifs. If you can tell me how to keep this alive while sharing please let me know.
Using Targeted Account Selling to Crush Your Sales KPIsBrandon Redlinger
Account-Based Selling (ABS) is a new and quickly evolving space. There’s no set playbook circulating around the Internet. This method for selling is made possible by advancing technology, increasing availability of data in the public domain and the need to find a new, effective way to sell.
In this presentation you'll discover:
-What Account Based Selling is
-Why you should care
-How to find target accounts
-How to conduct research
-How to establish and execute your outbound plan
-The most costly mistakes
-An example of ABS in action
-----------
This presentation was brought to you by PersistIQ
Our software empowers sales reps to easily create personalized outbound campaigns at scale.
Move faster and sell smarter than ever before.
Try PersistIQ for free at www.PersistIQ.com
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
On September 7th, 1982, legendary 'Mad Man' David Ogilvy sent an internal memo to all agency employees, titled “How to Write”. Here are 10 hints to help how to write.
Using Targeted Account Selling to Crush Your Sales KPIsBrandon Redlinger
Account-Based Selling (ABS) is a new and quickly evolving space. There’s no set playbook circulating around the Internet. This method for selling is made possible by advancing technology, increasing availability of data in the public domain and the need to find a new, effective way to sell.
In this presentation you'll discover:
-What Account Based Selling is
-Why you should care
-How to find target accounts
-How to conduct research
-How to establish and execute your outbound plan
-The most costly mistakes
-An example of ABS in action
-----------
This presentation was brought to you by PersistIQ
Our software empowers sales reps to easily create personalized outbound campaigns at scale.
Move faster and sell smarter than ever before.
Try PersistIQ for free at www.PersistIQ.com
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
On September 7th, 1982, legendary 'Mad Man' David Ogilvy sent an internal memo to all agency employees, titled “How to Write”. Here are 10 hints to help how to write.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
14 Tips to Entrepreneurs to start the Right StuffPatrick Stähler
14 tips for Entrepreneurs how they can develop from an idea the Right Thing. The Right is being loved by your customers, gives meaning to you and employees and is profitable. Finding and later doing the Right Thing is an agile and iterative learning journey. With these 14 tips you can profit from the experience of successful entrepreneurs since you do not have to experience and fail by yourself. Hopefully, the slide deck helps other entrepreneurs.
Stop Selling Start Helping! Learn from Atlassian. Focus on the clients. What do they really need? Find out and help them.
How can you add even more value? Make the client look brilliant and they will love you forever.
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
25 stats—13 positive, 12 negative—that reflect the marketing world, including content marketing, social media, email newsletters, analytics, blogging, digital video, and more.
Keep these stats in mind when crafting your marketing strategy.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
These are the slides from a workshop I delivered for the CIPR Scotland. It was a PR professionals workshop, meant to give them the skills to take a proper creative brief in order to, in turn, brief a designer to produce the creatives.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The process of systematically reviewing HR requirements to ensure that the required no. of employees, with the required skill, are available when they are needed.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
14 Tips to Entrepreneurs to start the Right StuffPatrick Stähler
14 tips for Entrepreneurs how they can develop from an idea the Right Thing. The Right is being loved by your customers, gives meaning to you and employees and is profitable. Finding and later doing the Right Thing is an agile and iterative learning journey. With these 14 tips you can profit from the experience of successful entrepreneurs since you do not have to experience and fail by yourself. Hopefully, the slide deck helps other entrepreneurs.
Stop Selling Start Helping! Learn from Atlassian. Focus on the clients. What do they really need? Find out and help them.
How can you add even more value? Make the client look brilliant and they will love you forever.
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
25 stats—13 positive, 12 negative—that reflect the marketing world, including content marketing, social media, email newsletters, analytics, blogging, digital video, and more.
Keep these stats in mind when crafting your marketing strategy.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
These are the slides from a workshop I delivered for the CIPR Scotland. It was a PR professionals workshop, meant to give them the skills to take a proper creative brief in order to, in turn, brief a designer to produce the creatives.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The process of systematically reviewing HR requirements to ensure that the required no. of employees, with the required skill, are available when they are needed.
At the Account Planning Group of Canada, we’re committed to enhancing the reputation and standing of Account Planning here in Canada. To do that we need to understand how our peers, clients and colleagues perceive the standard of Account Planning in Canada today.
That’s why we’re publishing this Survey results.
Here's a new offering from Dosage. It's called COUP D'OSAGE (like Coup D'Etat). Here's the pitch. "You hire us to come up with ideas to take your company down. The idea is to identify weaknesses and opportunities before competitors do. Our team of brand strategists, management consultants, digital innovators and new media specialists delivers product ideas, brand strategies, marketing innovations and communications approaches that you wouldn't want in the wrong hands. But in yours, you've got your next growth strategy (or two or three)." Read our talk piece here.
This thinking might help your ad agency or brand to increase strategic value and find the unexpected opportunities.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
VDIS10022 Advanced Graphic Design Studio - Lecture 3 - Selling IdeasVirtu Institute
This lecture discusses ways in which you, the graphic designer can sell your ideas and concepts to clients through successful pitching and mood boards. Communicating a concept clearly and efficiently to a client can save hours of design time and lengthy changes.
As a designer you need to make your client
Believe in the idea and love the concept.
A few definitions that everyone who wants to build a startup should know before they change their idea into a product. Basics for every stage of building and growing your business.
Zero to One Startup Masterclass Series - Week TwoIsaac Jumba
The masterclass covers hands-on workshops from how to come up with ideas to solidifying their ideas into INVESTOR READY businesses. The target is for those new to entrepreneurship intending to build a startup or those who are already working on an idea and need to solidify or scale their business.
Your company has committed to sponsor and exhibit at an industry event (namely, hopefully, Content Marketing World and Intelligent Content Conference). Congratulations! Event teams are committed to bringing you exactly what you signed up for: qualified leads, great conversations, sales and much more. In order to do that, exhibitors must also put their best foot forward to make the most of the investment. Simply showing up won't cut it. If you really truly "show up", maximize your time at an event, build relationships and respect your customers, the return on your investment will be that much greater. The CMI team has put together a checklist for you to examine once you commit. Good luck, and let us know how we can help you!
Fast, Cheap, and Good: The Small Business Guide to Content CreationPure Chat
You want it all. Of course you do! When it comes to creating content as a small business owner, you don't have all the money or time in the world. We get it. In this guide, we cover everything you need to know to create fast, cheap and good content.
Writing an effective brief - Panteion University, Ad & PR LabLina Kiriakou
Writing a brief: how to ask your client for the information you need on a project and how this can be translated to an effective creative brief to your agency
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
An introduction to advertising planning / strategy
1. An introduction to planning*
Getting from a client brief to finished advertising
by @verity_williams
*Also known as strategy. A planner does strategy, so strategy is more
descriptive, but planning is the traditional name
3. The point of advertising is to connect an audience with your product
/ message
Connect an audience in want
or need of something
With a product / message that
answers that want or need
4. ‘smart because it’s made that way’ doesn’t mean much, but I’m
not sure it means a famous naked bottom in the clouds at all
Therefore, you need to present your product in the most compelling and
relevant way
5. N is also for new pizza, new dress, new anything, really
It should feel interesting and show off the product in its best light
6. So the point of planning is to ensure the ad has a clear, logical and
compelling core message
aka, the ‘PROPOSITION’
Typically, a simple short sentence the planner gives the creative team
that tells them the one single message their creative idea should convey
8. What does a planner do?
Take a client brief – the business challenge they think advertising will solve
Decide the most effective way and compelling message to answer this challenge
Give that compelling message (the proposition) to creatives to turn into something beautiful
Ensure the final ad sticks to your message and visually and tonally reflects the brand
9. Rough overview of creating an ad*
A planner should keep the message simple and clear; so here’s a simplified ad timeline
based on a planner’s role
Get brief
Ask qu.s
Ponder Write brief.
Get team
approval
Creatives
create ad ideas
Accounts sell ad
to client
Research:
creative
development
Craftspeople
add magic
Write rationale
for work
Post production
add magic
Track ad
performance
Client brief Advert created Advert live
Research:
potential
areas
10. *Disclaimer* the real shape of the journey is more like this, and has
many roles beyond both planning, and the ad agency
Advertising is a team game, not just within the agency, and between
agency and client, but between agency, client, and independent
craftspeople, e.g. directors / post production (who make the creative
idea come alive, hopefully beautifully). Forget that at your peril
12. This arrow runs along each page to show you where you are in the ad process
13. Start with the client brief, which hopefully gives you a clear and
credible business challenge
This is crucial - it tells you what your
communications need to achieve and
how your success will be judged
14. The planner decides how to answer that business challenge, and finds
the argument that will convince the audience to do what you’re asking
(You give this to a creative team, who add the magic and think up the creative idea; the
creatives give their idea to craftspeople, who make their creative idea come alive )
15. But don’t worry. You’re
paid to find AN answer,
not THE answer
Make a call based on
what you know, now
16. You’ll find your current answer by being thorough – think about
it through fresh eyes
“I have no special talent. I am
only passionately curious.”
17. Be honest
You need to be credible
You’re giving people a
judgement criteria – once
they’ve met the product, it has
to do its job
Product experience outweighs
any 30 seconds of spin
18. This is the benefits ladder
as my first boss taught me
Remember the value of
brands. They bring: trust,
reliability, quality,
accountability
Start with the
product
20. Read everything
From old planning
papers, to the news,
to weird websites, to
the company’s annual
report
Do your homework.
Before you make an
argument, you gather
the evidence
21. People watch
Take time to understand
your audience. Have
empathy
No-one wins over a room
of strangers by
patronising them
25. Ideally around now, you’d do positioning research with the client
You test different ways to position the product – typically called territories – by
holding research groups with normal people. You’ll find out what they think is
interesting and will make your product stand out
26. Once you’ve found your [current best bet at an] answer, write the creative
brief. This is centred around a ‘proposition’- a sentence with your simple
and single minded argument
A famous planning brief… Sainsbury’s needed +£2.5bn over 3 years
A clever planner figured that inspiring Sainsbury’s shoppers to put one additional item in
their basket every week (an extra £1.14) would achieve this
This brief resulted in the campaign
27. Get the basics right when writing your creative brief
Write as well as you can. Edit
Spell check. Check you’ve spelled and punctuated brands correctly e.g. easyJet (and don’t
let autocorrect undo your diligence)
Get your facts right. Google everything to double check
Talk as a human. Take The Economist’s route: clever people don’t need to hide behind jargon
Even if your higher powers think there’s another answer, be proud of what you’ve created.
It’s got your name on it
28. Now you give this
creative brief to the
creatives
Pre, during and post
briefing, stay positive.
It’s contagious
Any old fool can point out
what’s wrong. It’s much harder
to find the beauty inside and
make it grow
29. When assessing the creative ideas, remember your brief. Will this creative
achieve that business goal?
30. Ideally around now, you’d do creative development
(also read http://www.slideshare.net/mweigel/martin-weigel-salmon-vs-lamposts-the-use-and-abuse-of-research)
This time you test different creative ideas, again asking normal people what they
find interesting and motivating. Use this research to build the creative ideas, and
make them as brilliant as possible
31. Now you’ve got some winning creative ideas, you need the client
to buy one. It’s time to craft that argument
32. You need to write a presentation to take the client from their business
challenge to your proposed solution
Part 1.
Business
challenge
Part 2.
Why your
answer is right
Part 3.
Creative work
33. Writing strategy decks is a constant journey of improvement, but the
better your deck, the easier it is to sell the work
Every mark on every page should contribute to your one argument of why this work is right
Don’t show your homework, or list observations. Show evidence if it supports your points
Keep pages clear and formatting consistent. Can people at the back see the content?
Talk as a human. Take The Economist’s route: clever people don’t need to hide behind jargon
Give yourself time. Formulating a solid strategic argument is a lengthy process, and takes many
drafts
34. Remember, your client has a boss
If this fails, it could
be their job on the
line
They’re spending
their marketing
budget (yes, their
money, not yours)
35. Until the creative is live, keep the message on track. Don't let that little
detail undermine your story
36. Woo hoo. Now the creative is live, encourage your client to do
brand tracking / some econometrics to learn what’s working.
Apply those lessons to future work
37. Write up your experience and enter awards
Enter awards to show off your strategic thinking.
The big guns are Cannes Effectiveness, IPA Awards,
APG Awards, subjectively in that order
Whether or not you win, the papers are publicly
available. Read them to grow your planning wisdom
38. Ads get into and create
culture and culture is
powerful
When you’re blasting
unwanted ads in peoples’
faces everyday, the least
you can do is make them
beautiful
Besides, research by the
IPA, Thinkbox and the
Gunn Report says that
‘highly creative advertising
is the most effective of all’
Finally, aim high
39. Most of the time, planning is a wonderful job. Some days, you’ll sit and your desk
and think, ‘Shit, how did I get this job?’ And smile. Other days you’ll say the same,
but they won’t be happy tears bubbling up.
This presentation is idealised. Yes, it’s the process, but it doesn’t always work as well
as you want. The ad you end up with isn’t always one you want to add your name to,
but you have to try to make it so.
If you got it right every time, you’d be a billionaire, not a salaried planner. But
thankfully, advertising is still magic because we are all irrational, biased, emotionally
driven humans, trying to sell to irrational, biased, emotionally driven humans and
while we know the effect of creativity, I don’t think we know its blueprint. We
respond to things differently. There is no ‘A,B so C’ answer. Which is what makes our
industry such an exciting one.
This was created with the helpful oversight of two of my previous bosses. Because
of most planner’s natures, they’re smart and helpful and generous. Treasure that.
But remember, you’re only human. You can only try